Brands today need to “get an unfair share of culture” and learn from Trump if they want to eclipse the competition and attract customers in the age of escalating content, IAG’s CMO claims.
Over the last 130 years, the National Geographic brand has built strong emotional engagement with people all over the world, buoyed by its iconic and visually compelling print product.
Rebranding six distinct brands globally into one streamlined entity isn’t a task for the fainthearted. But add in Brexit, a rapidly evolving fintech market, the need to shift from acquisition to more lifecycle-led marketing, and the adoption of programmatic advertising, and you’d be right in thinking OFX marketing chief, Rebecca Shears, has her work cut out for her.
Football Federation Australia (FFA) “stopped talking only football” as it pushed out a non-traditional digital marketing campaign that aimed to make real connections with desired fans - particularly kids and young males - to support the Hyundai A-League.
A new list of Australia and the world’s most ‘meaningful’ brands has found fewer than half of consumers see organisations contributing to their well-being and quality of life and that most are failing to resonate because of the quality of their content.
Reducing customer complaints, digitisation, a change to executive incentives and exposing non-customer facing staff to the end consumer are all helping Medibank start to turn the corner on customer experience, its chief executive claims.
TelstraSuper has given its brand a makeover and relaunched its website as part of efforts to bring the superannuation firm up to speed with member needs.
Nova’s first holistic rebrand in five years is about giving the radio station owner the opportunity to reinvigorate and strengthen its standing with the under-40s consumer market, its CMO says.
Coca-Cola products and packaging across the range will be unified on shelves with one design from this month following the FMCG company’s decision to bring its iconic ‘red disc’ to all product and marketing globally.
Telstra has retained top standing in Australia’s list of most valuable brands while Commonwealth Bank remains Australia’s most valuable banking brand, the latest top 100 list reports.
Any marketing leader worth their salt will tell you customer data is the backbone of the programs they plan and decisions they make today. And for Myer executive general manager for brand and marketing, Mike Scott, the retailer’s customer loyalty program is the “sleeping giant” that can provide the insights it needs to win over modern consumers.
Bega Cheese says acquiring the iconic Vegemite brand as part of its $460 million purchase of Mondelez International’s A/NZ grocery and cheese business will give it the leg up it needs to become a leading Australian branded consumer goods business.
The original Death Star had a diameter of 140Km, was crewed by 1.7 million personnel, and had the ability to destroy a planet.
Test and learn is so ingrained in Expedia’s culture, its brand marketing team leader describes her campaign activity as “science experiments”.
A strong cultural belief in brand, a commitment to simplifying consumer experiences, and innovative thinking are the fuel firing Taylor Wines’ category growth, its CMO claims.
The new code for being a brand challenger is more about what you’re challenging than who you’re challenging, the founder of international strategic brand consultancy, eatbigfish, claims.
Carlton & United Breweries marketing director, Richard Oppy, says the biggest change to marketing strategy he’s seen over his 15-year career is the client-agency relationship.
Over the past year, Mondelez International has been building out a media monetisation strategy that transforms the snacking giant from transactional media spender to content investor, producer and owner.
Marketers looking for cut-through need to be courageous, take risks, hold firm to their purpose, shake-up organisational structures, and be willing to allow their teams to be silly from time to time, Unruly’s co-founder and CEO, Sarah Wood, claims.
It’s the brands that can reflect culture back to consumers through their content, brand proposition and creative experiences that are going to win, according to AOL digital prophet, David Shing.
Speculation is rising around the highly anticipated launch of Kodak’s forthcoming smartphone offering on 20 October, the latest in a series of products aimed at re-introducing the brand to a new generation of consumer creators.